Modeling Consumer Adoption of the Internet as a Shopping Medium: ...

Finally, consumers’ adoption of the Internet as a shopping medium is a function of the Internet itself, Internet retailers, consumers themselves, and the products or services purchased. These four variables all impact consumers’ adoption behavior. However, little research is available that provides a comprehensive picture of how all these interrelated factors—medium factors, Internet retailer factors, consumer factors, and product characteristics—impact consumers’ adoption of the Internet as a shopping medium. Adoption of the Internet as a shopping medium will be better understood within a comprehensive framework showing how these factors work together to influence consumers’ online shopping behavior.

Purpose

The overall purpose of this research is to provide a better understanding of consumers’ adoption of the Internet as a shopping medium through an integrated perspective of innovation adoption and the consumer decision-making process. Specifically, this research proposes a conceptual framework that will make it possible to better understand consumers’ current online shopping behaviors and predict their intention to continue shopping online in the future.